Campaign Summary

After slipping into the all too common pitfall of employing outdated and bad SEO practices the Dog Lead Shop experienced a sudden drop in rankings. Needing an experienced SEO company with a proven track record, to pick them up and put them back on track, they turned to Superb Digital. The compound effect of our SEO services has not only seen the Dog Lead Shop’s website recover but pushed them up to rank on page 1 for some highly competitive and relevant search terms.

Our revenue has grown by 322%

Matt Winchester, The Dog Lead Shop


Increase in Organic Search Traffic


Increase in Revenue from Organic Search Traffic


Increase in Ecommerce Conversion Rate

Our revenue has grown by 322% and the website ranks nationally for many competitive phrases. Cannot recommend Superb Digital highly enough.

Matt Winchester, Owner, The Dog Lead Shop

Dog Lead Shop website in a tablet

About Dog Lead Shop

Dog Lead Shop opened in 2008, created by husband and wife team, Matt and Sue, to offer a larger range of dog leads in one place. Although they started with very little expectation, the online demand quickly grew for their products and after their Google penalty, they were keen to recover and get back to expanding their business using a trusted whitehat SEO agency.

The Challenge

Unfortunately, Dog Lead’s previous SEO company had used blackhat, unethical practices, that directly contravened Google’s Webmaster Guidelines. By publishing duplicate content, stuffing keywords onto pages and buying artificial backlinks, to try and manipulate Google’s algorithms, Dog Lead Shop had incurred a penalty with their website’s ranking being destroyed overnight. This gave us a lot of work to unpick and redo.

With the online market for dog accessories and dog leads booming, a variety of online marketplaces on e-commerce sites were offering similar products. As such, SEO was going to be instrumental in re-establishing their rankings and then driving traffic towards their site over their competition.

Girl with dog on lead

The Implementation

Our aim here was to undo all the bad SEO with an authentic, organic SEO strategy, ensuring a long lasting effect on the rankings of the business. Furthermore, we wanted to push the website far past its previous performance, driving more traffic and ranking its products higher than ever before.

Performing a deep clean of the site, we realised we had to re-write or create new content for the majority of the website, across the home and product pages, to fully optimise it. After doing extensive keyword research, we overhauled all category and home page content, as well as enhancing the existing product descriptions.

Dog Lead Shop already had a great relationship with a dog lead manufacturer and retailer, KJK Dog Leads, which gave us a fantastic opportunity to build backlinks with good relevance. We complimented this link building activity by creating topical, well-researched and informative blog posts, naturally hitting their keyword targets. 

One of the most valued aspects of our service across the board is the regular feedback and personalised reporting we provide to the client, as we performed all these necessary changes, we made sure to keep our client constantly informed of both the changes in the site, and in the performance, giving them an accurate real-time representation of the results.


Our significant clean up of the technical SEO led to a dramatic reversal in fortune for Dog Lead Shop with a full recovery from their Google penalty and a further 132% increase in organic traffic, learning to more than a tripling of revenue from this traffic. These increases in ranking and traffic, across a number of relevant search queries, has allowed them to be far less reliant on using Google Adwords to drive revenue, reducing the financial overheads of paying for clicks.

More holistically, the improvement of SEO, alongside our consistent reporting, allowed Matt and Sue to streamline the processes of their business and move their focus more onto the practicalities of the daily running of the website, whilst remaining fully involved. As Sue told us:

“We really appreciated the value and the personalised interpretation Superb Digital include with their reports, to explain the data. As people with no knowledge of SEO, it enables us to understand exactly what is going on with our company.”

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